Advanced Marketing Analytics

2021/2022

Academic Year

ENG

Instruction in English

6

ECTS credits

Delivered at:

Department of Marketing (Nizhny Novgorod) (Faculty of Management (Nizhny Novgorod))

Course type:

Compulsory course

When:

2 year, 1, 2 module

Instructors

Alexandrovskiy, Sergey

Fomenkov, Denis A.

Course Syllabus

Abstract

The course helps students to learn marketing analytics job requirements, set and decompose analytic goals, select and apply data collection and analysis methods and tools, prepare a report and explain (present) results.

Learning Objectives

• Find out how to apply advanced tools of analytics to make data-informed marketing decisions.

Expected Learning Outcomes

• Know job requirements. Set and decompose analytic goals and metrics.
• Prepare a report and explain (present) results
• Select and apply data collection, preparation and analysis methods and tools

Course Contents

• Marketing analytics jobs and goals
• Data collection, preparation and analysis
• Report and presentation of results

Assessment Elements

• In-class assignment
• Homework
• In-class assignment
• Homework
• In-class assignment
• Homework
• In-class assignment
• Homework

Interim Assessment

• 2021/2022 2nd module
  0.25 * In-class assignment + 0.25 * In-class assignment + 0.25 * Homework + 0.25 * Homework

Bibliography

Recommended Core Bibliography

• Phillips, Tim. Data-Driven Business: Use Real-Life Numbers to Improve Your Business by 352% [Электронный ресурс] / Tim Phillips; БД books24х7. – Infinite Ideas, 2016. – 160 pages. – ISBN 978-1908984609. –Режим доступа: http://common.books24x7.com/toc.aspx?bookid=130361. – Загл. с экрана.

Recommended Additional Bibliography

• Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.Foreman, John W. Data Smart: Using Data Science to Transform Information into Insight [Электронный ресурс] / John W. Foreman; БД books24х7. – John Wiley & Sons, 2014. – 432 pages. – ISBN 978-1-118-03496-5. – Режим доступа: http://common.books24x7.com/toc.aspx?bookid=58144. – Загл. с экрана.
• Jeffery, M. Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know [Электронный ресурс] / Mark Jeffery; БД ebrary. – John Wiley & Sons, Incorporated, 2010. – 323 p. – ISBN 9780470504543. – Режим доступа: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=485632&query=Data-Driven+Marketing. – Загл. с экрана.